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CISTREC_ADI_M702-001-2 N 3 2019_CUSTOMER EXPERIENCE SUPERVISION_11/2025

371 days / 2880 hours

Traditional Marketing in the mass-marketing era in the twentieth century depends much on the best brand in gaining competitive advantage. Interactive era in the 21st century is more focused on enterprise strategizing how to gain sustainable competitive advantage from the information they gather about customers. It forms a two way brand known as branded relationship that thrives on customer information and interaction. That's where the value of the company being increased through specific customer strategies. This includes acquire profitable customers, keep profitable customer and grow profitable customer through upsell additional products in a solution, Cross-sell other products, referral and words of mouth benefits and reduce service and operational costs. The advancement of today's new communications technology allows the industry to close itself to customers at the nearest distance and fastest time. This is something that was hardly achieved last century but now it has become a reality. The sophistication of this technology has opened a new frontier of marketing that challenges marketing methods in today's business. Consuming consumers, the sophistication of this communication technology has given customers greater access to information about product specifications, services, competition information, and even share their views and experiences. This has produced new pressures that change the marketing environment. Therefore, focussing on customer is critical to business strategy today to stay relevant and remain in competition. This is where the importance of the Customer Relations Management function arises and needs to be realized for business survival. (Don Peppers & Martha Rogers 2011, P5) Relations in this aspect need to be defined in a deeper context than the meaning of the dictionary. The most important issue to consider in the definition is how the definition of the relationship helps the company to succeed in the customer dimension of competition. 

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